EVALUATING EFFECTIVENESS OF YOUTUBE SKIPPABLE AND UNSKIPPABLE PRE-ROLL ADS ON CONSUMER PURCHASE INTENTIONS AND VIEWER EXPERIENCE
This study investigates the effectiveness of skippable and non-skippable YouTube pre-roll ads on consumer purchase intention and viewer experience in Indonesia, addressing the proliferation of digital advertising and its impact on viewer dissatisfaction. As digital engagement deepens, ads increasing...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/83446 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |